LinkedIn Video Ad Sizes and Specifications
What Is a LinkedIn Video Ad
A LinkedIn Video Ad is a Sponsored Content format that appears in the LinkedIn feed. It can also be delivered through the LinkedIn Audience Network when this placement is enabled.
A standard video ad consists of:
- The header of your LinkedIn Page
- Introductory text above the video
- A video uploaded directly to LinkedIn
- A video headline
- A destination URL
- A Call-to-Action button
Video ads can support brand awareness, consideration, lead generation, website visits, and conversion campaigns.
LinkedIn Video Ad Size Options
LinkedIn supports four main video aspect ratios:
- Horizontal: 16:9
- Square: 1:1
- Vertical: 4:5
- Full-screen vertical: 9:16
For most feed campaigns, we recommend testing square and vertical videos first.
Square video works across desktop and mobile. Vertical 4:5 video takes up more space in the mobile feed and is LinkedIn’s recommended vertical ratio.
The 16:9 format is useful when existing horizontal content must be reused, such as interviews, webinars, product demonstrations, or corporate videos.
The 9:16 format is designed for mobile-first creative. However, it requires more careful placement of text, logos, and other important elements.
Comparison on Mobile Devices
The amount of screen space occupied by the video affects how long the ad remains visible while a user scrolls.
- Horizontal 16:9: occupies the least vertical space. The user can often see the next content unit before the video has finished communicating its main message.
- Square 1:1: occupies more of the mobile screen and provides a balanced option for desktop and mobile delivery.
- Vertical 4:5: occupies a larger part of the screen and keeps the ad visible for longer at the same scrolling speed.
- Vertical 9:16: creates the largest visual area, but parts of the interface may overlap the video depending on the placement.
For standard feed campaigns, 4:5 usually provides the strongest balance between screen coverage and placement compatibility.
Technical Requirements
LinkedIn applies the following requirements to video files:
- File format: MP4
- File size: 75 KB to 500 MB
- Video duration: 3 seconds to 30 minutes
- Recommended duration: 15 to 30 seconds
- Codec: H.264 or VP8
- Frame rate: less than 30 FPS
- Audio format: AAC or MPEG-4
- Audio sample rate: less than 64 kHz
- Captions: optional, SRT format
- Custom thumbnail: optional, JPG or PNG
- Maximum thumbnail size: 2 MB
The video and its custom thumbnail should have the same aspect ratio and resolution.
Videos shorter than 30 seconds loop until LinkedIn records at least 30 seconds of playback. A 10-second video can therefore loop three times, while a 20-second video can loop twice.
Video files must be uploaded directly to LinkedIn. A YouTube or Vimeo link cannot be used as the video asset.
Horizontal Video: 16:9
Recommended dimensions
- 1920 × 1080 px
- 1200 × 675 px
Allowed range
- Minimum: 640 × 360 px
- Maximum: 1920 × 1080 px
Delivery
- Desktop
- Mobile
- LinkedIn Audience Network, depending on campaign settings
When to use it
Use horizontal video when the source content was originally produced for widescreen viewing.
Typical use cases include:
- Interviews
- Webinar extracts
- Product demonstrations
- Corporate videos
- Screen recordings
- Event recordings
The main disadvantage is limited screen coverage in the mobile feed. Important text and product details may also become difficult to read on smaller screens.
Square Video: 1:1
Allowed range
- Minimum: 360 × 360 px
- Maximum: 1920 × 1920 px
A practical production size is 1080 × 1080 px.
Delivery
- Desktop
- Mobile
- LinkedIn Audience Network, depending on campaign settings
When to use it
Square video is a universal option for campaigns that need to work across desktop and mobile.
It occupies more vertical space than 16:9 and gives advertisers more room for:
- Product interfaces
- Customer quotes
- Subtitles
- Data points
- Brand elements
Square format is a suitable starting point when one video version must cover several placements.
Vertical Video: 4:5
Recommended dimensions
- 720 × 900 px
A common high-resolution production size is 1080 × 1350 px.
Allowed range
- Minimum: 360 × 450 px
- Maximum: 1080 × 1350 px
Delivery
- Primarily mobile feed
- Other placements may depend on campaign settings and inventory
When to use it
Vertical 4:5 is LinkedIn’s recommended vertical ratio.
It is suitable for mobile-first campaigns because it occupies more of the feed without requiring a full-screen composition.
Use 4:5 for:
- Talking-head videos
- Product demonstrations
- Customer testimonials
- Short educational content
- Event promotion
- Lead generation campaigns
Keep subtitles large enough to read on a mobile screen. Avoid placing important text too close to the top or bottom edges.
Full-Screen Vertical Video: 9:16
Recommended dimensions
- 720 × 1280 px
A common high-resolution production size is 1080 × 1920 px.
Allowed range
- Minimum: 360 × 640 px
- Maximum: 1080 × 1920 px
Delivery
- Mobile-first placements
- Vertical video inventory
- Placement availability depends on campaign settings
When to use it
Use 9:16 when the creative was designed specifically for vertical viewing.
This format is suitable for:
- Presenter-led videos
- Short product walkthroughs
- Event highlights
- Mobile app demonstrations
- Short educational videos
Do not simply crop a horizontal video to 9:16. Rebuild the composition so the subject, subtitles, logo, and CTA remain readable.
Keep critical elements within a central safe zone. Interface elements may cover the outer edges or lower part of the video in some placements.
LinkedIn Video Ad Text Requirements
Ad name
The ad name is optional and visible only inside Campaign Manager.
Maximum length:
- 255 characters
Use a clear internal naming system that includes the campaign, audience, format, and creative version.
Example:
Q3_Demo_CFO_4x5_V03
Introductory text
The introductory text appears above the video.
Maximum length:
- 3,000 characters
The full text may not be shown in the feed. Put the main message at the beginning and avoid long introductions.
A useful structure is:
- Identify the audience or problem
- Explain the value
- Give the next step
Video headline
The headline appears below the video.
Recommended length:
- Up to 70 characters to reduce truncation
Maximum length:
- 200 characters
The headline should add information instead of repeating the introductory text.
Destination URL
Requirements:
- Must begin with
http://orhttps:// - Maximum length: 2,000 characters
Avoid quotation marks and unsupported special characters in tracking parameters.
Call-to-Action button
Advertisers can select from the CTA options available in Campaign Manager.
The selected CTA should match the landing page and campaign objective. Examples include:
- Learn More
- Download
- Sign Up
- Register
- Request Demo
- Visit Website
Captions
Captions are optional but recommended.
LinkedIn accepts captions in SRT format. The file should contain text only. Custom fonts, colors, and formatting are not supported.
Burned-in subtitles can also be used when the design requires full control over their appearance.
Thumbnail
A custom thumbnail is optional.
Requirements:
- JPG or PNG
- Maximum file size: 2 MB
- Same aspect ratio and resolution as the video
The thumbnail should communicate the topic without relying on small text.
LinkedIn Video Ad Best Practices
Communicate the main idea early
Show the product, problem, result, or main claim in the opening seconds. Do not spend the first part of the video on a long logo animation.
Design for sound-off viewing
A large share of users may watch without sound. The video should remain understandable through visuals, captions, and on-screen text.
Keep videos concise
LinkedIn accepts videos up to 30 minutes, but recommends 15 to 30 seconds for access to the widest range of feed and Audience Network placements.
Longer videos can work for complex products, webinars, or customer stories, but the opening should still explain why the viewer should continue.
Use readable subtitles
Subtitles should be:
- Large enough for mobile screens
- High contrast
- Limited to a few words per line
- Positioned away from interface elements
- Visible long enough to read
Keep branding visible
Include the brand or product early. A short logo animation at the end is not enough if users stop watching before the video finishes.
Use one message per video
Do not combine several products, audiences, and offers in one short video. A clear message makes the result easier to understand and test.
Match the format to the placement
Do not rely on automatic cropping.
Prepare separate versions when possible:
- 1:1 for universal feed delivery
- 4:5 for mobile feed
- 9:16 for vertical placements
- 16:9 for existing widescreen assets
Test one variable at a time
Useful tests include:
- Opening scene
- Video length
- Headline
- Introductory text
- CTA
- Presenter versus product footage
- Square versus vertical format
Keep the audience and campaign settings stable when comparing creative variables.
Which LinkedIn Video Format Should You Choose
| Format | Recommended size | Main use | Main advantage | Main limitation |
|---|---|---|---|---|
| 16:9 | 1920 × 1080 px | Interviews, webinars, product demos | Easy to reuse widescreen content | Limited mobile screen coverage |
| 1:1 | 1080 × 1080 px | Universal feed campaigns | Works well across desktop and mobile | Less screen coverage than 4:5 |
| 4:5 | 720 × 900 px or 1080 × 1350 px | Mobile feed campaigns | Strong screen coverage and recommended vertical ratio | Requires a vertical composition |
| 9:16 | 720 × 1280 px or 1080 × 1920 px | Mobile-first vertical creative | Largest vertical canvas | Requires safe-zone planning |
For most campaigns, start with 1:1 and 4:5.
Use 1:1 when you need one versatile asset for desktop and mobile. Use 4:5 when mobile feed performance is the priority.
Use 16:9 when the campaign depends on existing widescreen content. Use 9:16 when the creative is produced specifically for vertical viewing and the selected placements support it.